Volvo Turns eBay into a Social Platform

By Nick Clayton

The Internet offers no shortage of places to promote products. But when you are selling something as niche as a big truck where do you look for customers? The answer according to Swedish digital agency Forsman & Bodenfors (F&B) is eBay.

F&B senior partner Bjorn Engstrom explained to Business Insider why the online auction site was chosen rather than one of the more fashionable social media networks.

“It’s very hard to reach truck drivers. You don’t know what they read.” They have limited media exposure while they’re driving. But one is is sure: they most certainly aren’t pinning pictures of spare tires.

“We had quite a lot of research, so we know that one place where they are is on eBay,” he said. “We know truckers are very interested in cars, and are always looking for used parts on eBay.”

The result is what the company calls, “The World’s First Launch Site on eBay.”

At the center of the promotion is, of course, an auction. The prize is the first Volvo FH truck and the auction finishes on September 29. The company says all proceeds of the auction will be donated to the Star for Life Program to help children in their fight against HIV in South Africa.

Volvo is not ignoring the more conventional social media. The campaign has a presence on Twitter Facebook and a viral video. But eBay is where the main focus is on getting the truckers’ attention.

Add a Comment

About Tech Europe

Tech Europe covers Europe’s technology leaders, their companies, and the people and industries that support them — and their ideas. The blog is edited by Ben Rooney, with contributions from The Wall Street Journal and Dow Jones Newswires.